The role of social media and employer branding in shaping DEI perceptions is critical

Aalto University Master’s students Khanh Pham (People Management and Organizational Development) and Selma Kiuru (Global Management & CEMS) have successfully completed a three-month Customized Student Business Project with EY-Parthenon, focusing on gender diversity and female talent attraction in the Mergers & Acquisitions (M&A) industry.

The project, which ran from May to August 2025, built upon last year’s findings and aligned with EY-Parthenon’s Diversity, Equity & Inclusion (DEI) strategy. This year’s scope was significantly expanded to include 16 students from both Finnish and international backgrounds, representing a variety of academic disciplines in strategy and finance. The team also interviewed members of EY-Parthenon’s HR staff to gain a richer perspective on internal practices.

The research explored how female students and professionals perceive careers in strategy consulting, financial due diligence, and corporate finance — fields traditionally associated with M&A. Findings highlighted the critical role of social media and employer branding in shaping perceptions and emphasized that many views of the industry are formed through peer networks and media narratives.

Students can actively contribute to shaping industry practices 

The collaboration was warmly received by EY-Parthenon. According to Senior Consultant Anna Staff, the project provided both inspiration and clear next steps.

‘The students did excellent work. Their recommendations were concrete, creative, and actionable. The presentation was clear and inspiring, and it showed us how we can start strengthening our employer branding right away.’

Academic supervisor Saija Katila also praised the team’s approach, emphasizing the professionalism the students brought to the process.

‘The students showed strong work ethic and proactive engagement throughout the project. Their final presentation was effortless, well-prepared, and smooth. It was truly a pleasure to supervise them.’

Together, these perspectives reflect the project’s value not only in producing insights but also in demonstrating how students can actively contribute to shaping industry practices.

The experience was also a moment of gratitude and growth 

For Khanh and Selma, the project was both a professional learning journey and a chance to make an impact. They noted that working as a team in close collaboration with EY-Parthenon deepened their understanding of gender diversity challenges in the M&A field.

‘We had a lot of fun working together while also gaining valuable insights to help EY-Parthenon better understand how to attract female talent,’ said Khanh Pham.

Selmaadded that the experience was also a moment of gratitude and growth.

‘We are grateful to EY-Parthenon for their support, to our supervisors Saija and project specialist Tommi Vihervaara for the opportunity and guidance, and to all the participants who shared their views on the M&A industry.’

By combining academic perspectives with industry expertise, the project delivered tangible recommendations that will inform EY-Parthenon’s future talent initiatives. The collaboration demonstrates how partnerships between students and companies can drive meaningful change in advancing diversity and inclusion in traditionally male-dominated industries.